Social Media and Ecommerce - Accelerating Revenue with Engagement. Presented at Your Customer - Your Asset Nov 28, 2011 in Copenhagen Denmark by William Toll @utollwi william@williamtoll.com

1. Accelerating Ecommerce Revenue with Social Media
Presenter: William Toll VP, Marketing, Yottaa Twitter: @utollwi
http://np.netpublicator.com/?id=n05048178

2. William Toll Twitter/Skype: @utollwi
Marketing & Product Management Executive
•1999 ValueWeb (Now Hostway)
•2002 NTT/Verio
•2004 Affinity Internet (Now Hostway)
•2006 Intermedia.NET
•2008 NaviSite (Now a Time Warner Cable Company)
•2011 Yottaa

3. Commerce is a social construct

4. Alaskan Dude

5. anyjazz65

6. krossbow

7. zoetnet

8. Avrenim_acceber

9. Khym54

10. Mehfuz Hossain

11. The conversation has moved. It’s now online.

13. Billions of Minutes Monthly

14. Disruption everywhere!
• German Internet users spend more time on
social networks and blogs than they do any
other online category of sites, a total of 12.7
billion minutes in May 2011. (Nielsen)
• UK Internet users visited 229.6 million pages
on Tubmlr #2, after Facebook 20.2 billion page
views. (Nielsen)
http://blog.nielsen.com/nielsenwire/social/

15. Ecommerce
(Buying & Selling
Online)
Social
Commerce
(Linking Social
Media and
Social Media
Ecommerce)
(Online Media
Supporting Social
Interacion and
User Generated
Content)

16. Social Media: Fuel for your sales engine

17. 72% of retailers plan to spend
more on marketing via social
networks this year than in
2010
State of Retailing Online survey conducted by Forrester
Research Inc. for Shop.org
http://www.internetretailer.com/2011/05/31/retailers-bet-social

18. Product Product Product
Discovery Selection Referral
• Awareness • Decision • Evangelism
• Index Support • Referrals

19. It’s always about the people

20. People Talk

21. By 2015 companies will
generate 50% of Web sales
via their social presence and
mobile applications.
Gartner Research

22. Social Commerce Growth
$30 Billion (2015)
$5 Billion (2011) Booz Allen

23. You can’t run from verbs!

24. Your Ecommerce
Site
Increased Sales,
Visitors Share
Higher
Products or
Conversions,
Purchases
More Referrals
Friends/
Followers: Click
Links and Share
more

25. Let’s go shopping

27. 1
2
3
4
5
6
7
1. Personalized
5. Customer Supplied Images
2. Lists
6. Share
3. Reviews
7. Algorithm
4. “Like”

28. 1 3 4
2
5
1. Share Your Purchase: 3. Share on Twitter
Facebook 4. Share via Email
2. Post to Facebook Wall 5. Algorithm

29. 1
2
1. Facebook – My Avatar. Long
Description from Amazon
2. Buy now button

30. 1
2
1. Share via Email
2. Buy Now/Learn Morel

31. 1
1. Share via Twitter

32. 1
3
2
1. Simple Twitter search for @amazon “I just
bought” – every few minutes another Tweet
2. Link to purchase
3. Walmart – Promoted Tweet

33. 1
1. Simple report (non-subscriber, limited
results) – last 50 Tweets with “I just
bought @amazon”. 52,050 potential
views in 50 Tweets

34. 1
2
1. Another “free” tool – Twitter Sentiment –
Positive mentions of Amazon = 80%
2. NOTE! Reviews can now be Tweeted, just like
purchases can be.

35. Amazon shows the way. Accelerate your sales with
Social Media.

36. 2
1
1. Popular Children's Toy Ecommerce Site in Denmark –
www.br.dk
2. Share a link. Note no “cc” of the brand BR in the
default Tweet text, a missed opportunity.

37. 1
2
1
1. dba. A popular ecommerce site in Denmark,
owned by eBay. 1.1 million uniques monthly.
Send to Facebook button
2. Facebook like button

38. 3 1
2
1. dba. – Good engagement with customers – <50
minutes and a full reply.
2. 32,000 likes
3. Fcommerce – Shopping on Facebook

39. The
67% of visitors spend average consumer that has
90% of purchases are
more after “followed a retailer” now
influenced socially
recommendations follows an average of 6.3
retailers (2)
71% of ecommerce 60% of social media users
53% of retail transactions shopping carts will be visit these networks to
w/ Facebook converted abandoned receive coupons or
promotions (1)
53% of retail transactions involving Facebook directly converted (from Facebook to checkout). [Source: Efficient Frontier, November
2010]
90% of all purchases are subject to social influence (Wired Magazine (UK)
67% spend more online after recommendations Bazaarvice.com
(1) http://www.mediapost.com/publications/article/161714/want-brand-love-on-social-offer-discounts.html?edition=39923
(2) http://www.thepartneringgroup.com/pdf/2011_Social_Commerce_Study_%20exec_summ.pdf
(3) http://www.shop.org/c/document_library/get_file?folderId=193&name=DLFE-904.pdf

40. Social Media ecommerce action plan:

41. • Where are
they? • Be Human
• Shares
Listen • What are Engage • Be Inspire • Referrals
they Responsive
saying?

42. •Discover where your buyers are talking. What social
networks are they on.
Listen
•What are they saying? Reviews? Recommendations?
•How are they saying it? What words do they use?
•How connected is their community? How influential are
they?

43. Listen

44. •Participate in the conversations.
•Offer help, advice, service. Don’t sell!
Engage
•Be human. Be authentic, don’t mask your identity.
•Be transparent! We all make mistakes, own up to them.
•Enlist help! Your employees and customers are part of
the community – encourage them to participate.
•Guide your employees. Reward your best brand
ambassadors.
•As Google’s SERPs (Search Engine Results Pages)
become more social, it’s critical that your business,
employees and customers become more social.

45. Engage

46. Engage

47. •Make it fun, make it social.
•Add sharing buttons
Inspire •Enable reviews, foster methods for generating user
generated content
•Surprise them!
•Create inspirational video content
•Create promotions and contests for customers to join
•Never give up. Silence is defeat.
•Trust and passion for your brand will die.

48. Inspire

49. Inspire
1
1. Make it sharable!

50. Listen
Tweet received In response to content I shared with my social
network.
Inspire
Tweet received in response to a Tweet about some direct mail I
received.
Engage
Tweet received in response to a blog post I wrote with a question on
GaggleAMP’s roadmap.

51. Inspire
1
1. Make it fun, enlist
your employees.
http://www.youtube.com/watch?v=Pe2yUGtczT4

52. Is your ecommerce business social? What is
working for your business?

53. Thank You
William Toll
Twitter/Skype: @utollwi
william@williamtoll.com